Vance Jonson’s dice-shaped packaging design for Wonderbra’s “Dici” brand:
The bilingual boxes have die-cut holes on some sides to make them resemble “dice” and to serve as windows so the product can been seen and touched without opening the box.
The problem was to strengthen their position in the youth market. Jonson named the product “dici” which had to work equally well for both the French-speaking and English-speaking market, designed the packaging and was deeply involved with the marketing.
Communication Arts, 1977
In 1974 a new product line aimed at the younger consumer was introduced under the brand name of Dici. Younger people wanted a more natural, ‘less-bra’ look. In keeping with this demand, Dici styles were all seamless and included both molded and nonmolded stretch fabric designs. The brand name grew out of a packaging innovation (a cube, like dice, with holes in it so the customer could see and feel the product).
Tracking Strategies: Toward a General Theory
Not sure what “dice” have to do with bras, but the Dici brand also mixed this metaphor with another one involving birds.
(A “Dici” TV commercial, and various “Dici” trademark designs, after the fold…)
To me, the “bird” metaphor does seems more apt for this product than the dice metaphor. Cubes seem like a counter-intuitive choice for bra packaging, and “dice” suggests nothing so much as gambling. (Certainly Wonderbra didn’t want to imply that purchasing a “Dici” bra was any kind gamble.)
Still, it’s an interesting box and interesting goes a long way. According to Communication Arts:
“Introduced in January 1974, it sold 200,000 units the first year, over 800,000 the second and over one million the third to where it
is [was] about 20% of the company’s sales.”